Developing a framework to enhance the use of M-Commerce among South African SMES in the retail sector

Abstract

The aim of this study was to synthesise a framework of factors that could support South African retail SMEs in enhancing the use of m-commerce in their marketing activities. An extensive review of relevant literature was conducted, resulting in the development of a preliminary conceptual framework for the adoption of m-commerce among South African retail SMEs. The preliminary conceptual framework formed the basis of the study, consisting of 18 factors and 81 items that were classified under four contexts: technological, organisational, environmental and managerial. The preliminary conceptual framework was refined and tested by conducting an empirical investigation, which was carried out in two phases: phase 1 (qualitative research) and phase 2 (quantitative research). Phase 1 of the research encompassed online focus groups, online in-depth interviews and a short, self-administered web-based questionnaire. Phase 1 focused on identifying factors that influence the adoption of m-commerce, specific to the context of South African retail SMEs. The preliminary conceptual framework was revised to include 22 factors, comprising 97 items classified under five contexts: technological, organisational, environmental, managerial and integrated. The revised conceptual framework served as the foundation for phase 2 of the research. Phase 2 incorporated self-administered web-based questionnaires and employed structural equation modelling (SEM) as well as multiple regression to evaluate the validity of the revised conceptual framework. The proposed conceptual framework includes eight factors that influence the adoption of m-commerce among South African retail SMEs, namely, perceived benefits, perceived complexity, perceived cost, organisational innovativeness, government support, customer pressure, global trends and top management support. The study contributes to the existing body of knowledge by developing a conceptual framework which may provide a better understanding of m-commerce adoption among South African retail SMEs. Additionally, the conceptual framework could assist SMEs in enhancing their understanding and use of m-commerce, enabling them to make informed decisions and improving their marketing strategies. Furthermore, the study offers insight for government and technology vendors in their efforts to support and promote the adoption of m-commerce among South African retail SMEs.